Last week, it was discussed how social media platforms are struggling to incorporate generative AI technology due to the fact that processes involving generative AI, such as image and text creation, do not perfectly align with the human, “social” aspect of these platforms.
Despite this, there are clear efforts being made to integrate generative AI into social apps. Meta is seeking to utilize AI through celebrity-influenced chatbots and a new feature that allows users to create their own AI friend in its apps, as well as image generation options on both Facebook and Instagram. LinkedIn has added AI post generation and other elements related to job posts and ads. X has incorporated its Grok AI chatbot into the main app UI, while Snapchat and TikTok are also experimenting with various generative AI features.
While these features are interesting and offer varying levels of value and functionality, few of them actually enhance the social engagement experience. This raises the question of whether they align with the core use case of social apps. The value of the current wave of AI tools within social apps is debatable, especially when it comes to regular users and their engagement with these platforms.
Generative AI is also an expensive investment due to the processing requirements at scale. It’s unclear if these new features truly enhance the core business of social apps, aside from potentially improving ad placements.
It’s evident that social media platforms are concerned that their competitors will develop a game-changing use case for generative AI that could render their own efforts obsolete. So, the question remains: How can generative AI be used in social apps in a way that better aligns with their original purpose?
One potential application could be an advancement of the forgotten Facebook innovation, “Graph Search”, a natural language-based search engine that facilitated easier uncovering of relevant information within the app. This could potentially help users understand and navigate complex search strings.
Such advanced search capabilities are already being explored by TikTok, which is experimenting with generative AI search in its Chinese version to provide more specific insights and matches for queries, while also keeping the user in-app. Facebook could take a similar approach by utilizing publicly displayed profile information to improve its app’s search function.
In conclusion, while the current wave of generative AI features may not entirely align with the core use case of social media, there are potential applications of this technology that could greatly improve the user experience and functionality of these platforms.Social media platforms continue to evolve to meet the changing needs of their users. One of the most recent developments has been the introduction of AI tools to enhance user experience and combat misinformation. Graph Search initially served to simplify users’ experience, but now, customized AI chatbots could take personalization even further.
One of the key issues in social media usage is the dissemination of misinformation through shared posts. To counter this, platforms have implemented fact-checking tools and have allowed users to report fake news. However, an AI fact-checking tool could provide immediate verification of questionable claims, directly within the stream of content. For example, if a post makes a dubious claim, users could tap an AI button to search for evidence on the web to verify the information. This would be a less flashy use of AI, but a practical tool for reducing the spread of misinformation.
Another potential use of AI on social media platforms is the addition of an AI button to user profiles to provide an overview of the likelihood that a user is being followed by bots. By tapping the button, users could receive a summary of their followers’ validity, helping to identify and limit engagement with fake accounts.
In addition to these practical uses, AI has also been incorporated into creative features on social media. Text-to-video and AI music generation options are being developed for platforms like Meta, TikTok, and YouTube. While these features may be seen as novelties, they have the potential to drive new trends in social media apps and increase user engagement.
AI is changing the landscape of social media platforms, offering both practical and creative applications. As technology continues to advance, AI will undoubtedly play a larger role in shaping user behavior and experiences on social media.Social apps have revolutionized the way we connect with one another, but as technology continues to advance, the challenge now lies in maintaining genuine human interaction. The use of generative AI has presented a new opportunity for social apps, but it also brings the risk of diluting person-to-person connection with robotic interactions.
The real question is: can social apps harness the power of generative AI in a way that enhances human connection, rather than replacing it with artificial interactions? It’s a fine line to walk, and many initial experiments with AI on social platforms seem to lean towards the latter, potentially leading to a decrease in genuine human engagement.
The concern is valid – as social apps become more saturated with AI-generated content, the risk of users feeling disconnected and disengaged from the platform is very real. Finding the balance between innovative AI use cases and preserving authentic human connection is crucial for the success and longevity of social apps.
It’s clear that the next phase of development for social apps will be centered around striking this balance. As technology continues to evolve, the challenge will be to leverage generative AI in a way that enhances, rather than hinders, human interaction on social platforms. If successful, social apps have the potential to not only adapt to the changing technological landscape, but to also strengthen the connections between users in a meaningful and authentic way.
